messaging guru, folks who brought us, you know, government -- that obama care is a government takeover, you know, frank luntz said during the republican convention, if you are still trying to personalize your candidate you're still trying to get voters to believe that your candidate is a good human being, at the time of the convention, you've got a problem. and yet we're seeing it this week as alina points out. the campaign is putting a did, s out there they're trying to humanize mitt romney. if you are 40 days away from the election and you're still humanizing your candidate you've got a problem. that's especially relevant in a state like ohio, a lot of middle class, working class voters, a state like virginia, a lot of white, working class voters. they've got a problem on their hands here. >> eliot: alina, you said and you've been following the money in this campaign. huge gobs of money being spent. i'm going to suggest something that's a little counterintuitive. i don't think the money matters as much as we think it does. with all of the money the republicans have spent, they were u